Melbourne Music Week

Identity and creative campaign for one of Melbourne’s showcase annual events – Melbourne Music Week (MMW). Produced and owned by City of Melbourne, MMW is an iconic music festival like no other, with 10 days of music featuring over 200 artists across 110 events – generating $2.2 million for the local economy.

Studio Binocular developed a strong and dynamic campaign identity for the festival, based on a monochromatic pattern system designed around the festival’s programming areas and Melbourne’s own unique CBD grid. This enabled us to create a reconfigurable identity with customised modules for each program component and application. A black and white system was employed to emphasise the night and day events, including the website design which transitioned from white in daylight hours to black when the sun went down. Studio Binocular extended the campaign through a vast array of applications including website and mobile site, animations, EDMs, bill posters, decals, hoardings and large format ambient branding for event stages, as well as a complete suite of online and press advertising.

Economic impact up 44%
Sold out events up by 55%
Facebook fans up 67% from 2013
Instagram followers up by 211%